Blog
Agency Customer Acquisition – SMMA, PPC, Marketing and Advertising
- July 19, 2023
- Posted by: David Tainsh
- Category: SMMA
Let’s talk ‘Lead Generation’ and ‘Customer Acquisition’ for agencies. This is a generic article and the ideas and strategy should work for ‘SMMA’, ‘PPC’, ‘Marketing’ and ‘Advertising’ agencies,
What we need to do first off is understand that the methodology and strategy for acquiring a less than 1k customer is very different from acquiring someone who is going to pay 5k plus. This is down to the period of engagement required to sign each client.Â
Think about it this way you are less thoughtful when spending low sums of money in comparison to when you spend large sums the same goes for companies and their advertising budgets. The client who is going to spend over 5k is going to require a higher level of engagement ie custom pitch etc than someone on less than 1k which will be an off the shelf product.
As you can see below in ‘Figure 1’ I have written out ways to generate leads for various types of packages spending on their value.
Let’s go through each price point and look at how 3 ways that you can generate leads for each of them.
Low Level – Less than 1k Per Month – Standard Package
These packages are ‘standard off the shelf’ packages. You are very specific in what you will do for the client and how many hours the client receives. These are typically sold cash up front. Typically you break down a load of small services you do and then create different packages containing a few of each service.
Lead Generation
You can get leads to sell packages like this via online marketing places such as “People Per Hour’ where you sell them as ‘offers’ and UpWork where you sell them as “Projects’. You can also sell them via ‘cold calling’ local businesses but get ready to make a lot of phone calls! Another way is to set up an e-commerce store on your website and sell them from there using Google to get you the leads.
Medium Level – 1k to 5k Per Month – Standard Package
These packages will usually have 1 to 4 permanent people working on it continuously. They will usually service 5 to 10 of these clients simultaneously.
Lead Generation
You can get leads for these packages via social media by running adverts for ‘free audits’ where you get the lead to sign up to a white label free audit service which is branded as your agency. Relationship marketing is actually a very large remit of techniques for lead generation in this case we could use ‘referrals’ where either a past client or another company refers the business to you or guest blogging. I actually grew my first agency to over 7 figures all through guest blogging on venture capital-based blogs.
Large- 5k Per Month – Custom Package
These packages are the big packages which are custom designed. These can run up to hundreds of thousands per month. So where do you get the leads for these? The 3 best places I have found to supply you with these types of contracts are event speaking, strategic partnerships and industry events. Say you are a specialist agency in the clothing industry the best place to get business is at clothing industry events where you are a guest speaker. You also have strategic partnerships where say you are a specialist PPC agency and you have a relationship with a traditional media agency and you handle their PPC. You can also get these deals at industry events where you have a stand and collect customers details as they browse the show.
Let’s now look at the sales process by which you close these customers.
When you are building out your sales funnel for your agency I want you to be aware of the term ‘process milestone’. A ‘process milestone’ is something that has to happen for the process to be able to reach its end goal. So for instance say we look at a car sale. The process milestones are as follows :
- Customer comes to the car showroom.
- Customer has a test drive.
- Customer arranges insurance
- Customer arranges finance.
- Car is purchased.Â
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Would you like to take your agency to the next level?
I run a free webinar and course on how to grow your agency. We go through the following topics:
- How to land big agency deals.
- How to create an inbound lead generation machine.
- The science of pitching.
- How to set up a ‘value sales ladder’ for your agency.
Doing something like setting up an agency on your own takes years whereas you have someone with experience it will take weeks.
The moment you sign up you will get sent a webinar and then you will get 1 lesson every day for 6 days.
You will also get access to my private Facebook group.
I look forward to making your agency boom!